Tinder Press launches paperback for O’Farrell’s The Marriage Portrait with V&A event

Headline’s Tinder Press has revealed an extensive campaign for the paperback release of Maggie O’Farrell’s The Marriage Portrait. The campaign includes a collaboration with the V&A and its membership team, to tie in with the museum’s "Donatello: Sculpting the Renaissance" exhibition.

The book spent three weeks in the Sunday Times bestseller lists and has sold over 200,000 copies across all editions in first format. It was been shortlisted for both the Women’s Prize for Fiction and Fiction Book of the Year at the British Book Awards.

The activity will build pre-awareness across the museum’s mailing list and will culminate with an author event, reception and book signing at the museum on publication day, 6th July, which will also be streamed live. The launch will be supported with a stunt activation including a live artist touring central London, high impact renaissance-themed window displays and nationwide advertising across UK and Ireland. 

An outdoor campaign has been booked with premium sites across national rail as well as press, digital and audio placements. In addition theatre-goers at RSC’s Stratford production of "Hamnet" will be targeted with pre-awareness advertising through all its channels.

Victoria Beddow, leading the marketing campaign at Tinder Press, said: "I am thrilled to be teaming up with the V&A to host an event to celebrate the publication of The Marriage Portrait this summer. The activity will be supported with an ambitious campaign aiming to bring the world of Renaissance Italy to jewel-bright life!"

The week following publication, Waterstones Nottingham and Waterstones Aberdeen will follow the V&A with events in St Mary’s Church, Nottingham on Tuesday 11th July and The Lemon Tree Theatre, Aberdeen, on Thursday 13th July. Georgina Moore of Midas Communications will curate a focused line-up of festival appearances for the autumn.

Tinder Press will offer unique editions of the paperback to Waterstones and to independent booksellers, with bespoke spine colours and reverse printing options, and will support with display materials, point-of-sale products and competitions in stores.

Mary-Anne Harrington, O’Farrell’s editor, added: "It’s utterly thrilling to see Victoria Beddow in the Headline marketing team and Georgina at Midas PR pulling together to create such a ground-breaking and creative campaign. The Marriage Portrait is such a transporting read and showcasing it as part of the V&A’s Donatello events programme looks to be the perfect ticket for readers wanting to escape to Renaissance Italy this summer."